Jia Peng, Deputy General Manager Of Han Du Yi House, Talking About Dual Core System

When we set up all brands, we should follow such a logic that we would cut a very small market according to age and customer orientation. Because we once said that we should be one centimeter wide but one meter deep.

In the short span of seven years, we have achieved the size and volume. First of all, we believe that the understanding of the Internet is obviously stronger than other brands. At the same time, our management mode can be duplicated and utilized in the process. The goal for the future is to become an Internet fashion brand operation group.

Hello, everyone. I am Jia Peng from Han Du Yi she. It is a great pleasure to attend this conference. Today we share with you the construction of multi brand clothing in the Internet age.

As the moderator said, many of us here are our customers. In fact, we are here today to participate in such a conference, to share our view. The Internet age will surely produce a first-class Internet brand. This morning, I also looked at the main venue and saw many big coffee. Frankly speaking, the Korean clothing house did not make up clothes. We made products from the Internet, finally chose clothes, and now it has become a multi brand operation group. In such a process, we feel deeply that in fact, there will be an Internet brand on the Internet.

I want to tell you about Han Du Yi she. The goddess on the right is our spokesperson. The company was established in Ji'nan, Shandong, in March 2008. The company's mission is to achieve a dream team. Our own official name is Han Du.COM, which mainly carries the propaganda of the group and sells some, but it is not the main force. Now it is basically the first in Taobao, Tmall and vip.com. On the day of double 11, we made 279 million, and the daily traffic volume is five million passengers. The maximum number of days per day exceeds one hundred million people. That is 11 times last year, 120 million people. Now the company has four business departments and 2600 employees.

Our theme is how to operate the brand under the Internet environment. The brand listed here is all the brands we run. In the 08 years, we only made a brand called Korean clothing house, and started to be a women's clothing brand. Now it has been designated as a group brand. After making this brand for four years, we did it again in 2012. We made the men's wear again. The men's wear brand is AMH. It's what we want to do in April 12. We opened the Tmall store, and then we made twenty million. Last year we made more than one billion, and this year we can reach the volume of about three hundred million. When we distinguish the brand, we have a large framework inside. We are divided into the Korean wind, the Orient, the European and American departments. The first row is the Hanfeng department. The second row is part of the Oriental system, and the third row is the European and American department. As a brand, the cat bag is the brand of this year's acquisition cooperation dedicated to making bags.

Today is the traditional business, where is the biggest difference between the Internet brand and the traditional clothing brand? The picture on the left is "point", and the change to the traditional brand is to rely on more and more shops to cover more and more areas. This represents more and more consumers. The traditional clothing brands cover enough people according to the number of shops they have opened. There is a small problem here, because if the shop covers an area of ten square kilometers, then this is a problem.

The number of people who can bear ten square kilometers is limited. There are one hundred thousand people in this ten square kilometer. There may be fifty thousand men. After that, fifty thousand women are removed, and the children who are not fit for their age are removed. The product is really twenty thousand for you. In order to increase sales, we hope that ten square kilometers can cover thirty thousand people or forty thousand people. What do you do to cover more people? Originally, it is a woman who is 18 to 28 years old, and you expand to 38 years old. In fact, the 38 year old woman will increase half the audience, so that more people can be brought in the unit area. In fact, there is the biggest problem here. It will make your product characteristics more and more unclear. Every age group, every class of people likes something absolutely different. If this dress is suitable for a 18 year old girl and a 38 year old middle-aged woman in one area, there is a scene when a 18 year old girl goes home to play the same dress with her mother, which will weaken the characteristics and characteristics of our products.

When we do it on the Internet, we think what we need to do. The Internet is the national consumer goods sales. Our product positioning is to cut age and customer groups. When our men's clothing was established in 2012, there were many internal discussions. At that time, men's clothing should be made to be better than sales. Many people said that they had to make business men's clothing. Why do we say that? Because business men's clothing is richer, they will definitely come to buy your clothes. We don't think this logic is correct. Business men's wear is very rich for this group of people, but he has one of the biggest characteristics. This group of people's consumption market is not online. He likes to try out big brands like shopping in department stores. When we were doing business men's clothing, there was no industrial foundation in Ji'nan.

In many business cases, we talked about how Korea's clothing house came. We think that the company's development is divided into four stages: first, the single brand operation stage, 08 to 2011; the second stage; at the end of 2011, we want to expand the brand, do the men's clothing, it is a multi brand stage, and then buy the women's clothing brand, called the prime girl's main cotton horse wind. In 2013, 2012 and 2013, many brands came into being. Some brands developed very well. Some brands developed generally. In 2014, we reconsidered this model, and defined this mode as the stage of Internet fashion brand incubation platform, that is, every system will provide systematic support for these brands, that is, we can incubate these brands internally. We decided to build an Internet fashion brand ecosystem in 2016, which is the four stage of the whole group.

This is a single product whole operation system centered on product group system. This diagram often appears in some big management EMBA teaching plans. We are group system. There are 280 such teams, each group is one to three people. This is our practice which is different from the traditional clothing enterprises. These three people form a product group. They have to do a lot of things. They will butt up all departments concerned with them. They need to butt products, such as enterprise, production, storage and transportation, finance and so on. They need to do a lot of work. This mode has Amiba mode abroad, that is to realize the highest unity of responsibilities and rights in the smallest unit.

We now have more than 280 teams, each consisting of one or three members. They are responsible for the non standardized aspects of selection, page production, and goods management. The unity of responsibility and right is realized in the smallest business unit. On the public service platform of enterprises, it can be regarded as an autonomous economy. Through such a move, a large number of business development and operation personnel with business thinking have been trained. Our multi brand is based on such a management mode to try.

Unlike Ningbo, there are YOUNGOR and Shanshan. Industrial foundation And our brands don't have any influence. We can't get the big coffee ahead. Then cut a very small market, that is, the boys market between 18 and 22 years old. We all know that 18 to 22 years old boys are all college students. This group of people is poor, but the parents are very rich. At the same time, the parents are getting up in the Internet environment. They are not accustomed to the Internet shopping behavior. So when they set the market in 2012, they made the 18 to 22 year old boys market. After that, it proved that the strategy was very successful. In those days, it was twenty million. Such a 18 to 22 year old boy market is not very good online. How to do it offline and do around the school? How many points do you need to cover all the universities in China? On the Internet, we can set up a brand by cutting people and cutting products.

This is the timetable for brand incubation. In the first stage, 08 years to 2011, there is only one clothing brand, Han Dasi house. In 2012, it made men's clothing and made an Oriental brand. In 2013, it tried to make European and American styles. Now it also established children's clothing in 2013. It can do about 120 million to 2 hundred million this year. In 2014, it increased the investment in the brand end and made a lot of brands.

This is the brand distinction. The brand is any location and segregation. It is divided into men's clothing, middle and old age, bags, women's clothing and underwear. We have been doing this for three or four years, and we can share with you: many brands need to have the desire and ability to dress, and from top to bottom.

With guidance and support, this grain must be capable of doing well. In addition to men's clothing is planned by our group, other brands are all more than 280 groups. One brand is big size clothing. Founder He is a little bit more plump. He finds that there are several brands in the Internet that make big size costumes better. He finds our group. I say what you have in mind. He says, first of all, there is a market. Second, I am also a product myself. I am very confident that we will cultivate this brand. He can also make tens of millions this year, and we give him less. There is also Nana's diary. We do women's clothing, so a small group of people like the sweet wind, he made a brand Nana diary, specialized to make sweet, we agreed to agree, so the group gave him support. Such brand establishment is actually raised from the bottom up, and the group level will give him support and care from top to bottom. I have more than 280 support, theoretically speaking, can support more than 280 brands, as long as you are enough subdivision. At the company level, we have a special department responsible for supporting new brands and supporting regulations. Every brand starts from scratch. What problems will he encounter on products, production and IT? Because we support 18 brands, we will have very experience. We have a brand planning group, that is, at what stage we need to do something, and someone will remind him in time that he only needs to do it, so that many small brands can avoid many troubles because of their unexpected problems. We will give him a rainy day.

The opinion and demand of products, whether the market is large enough, and whether the market is big enough, and whether your personal capability is strong enough. If we can, we can identify you as the founder of the brand, and the founder of the brand will have a general meeting. These dozen brands will always hold an exchange meeting with each other, because they are all trained by themselves. What problems do you have in the operation process? We can communicate with each other, especially when someone else has not seen them, but we can also encourage them. Because these brands are not competition relations, but they cut different kinds of target markets. People will take their problems out very honestly to communicate with others and avoid others making the same mistake. Our own internal support system, the most basic cell is the product group, the product group will produce brand creation people, you have to mention In fact, it can save a lot of money for the company. We are also docking marketing, production and information technology. Now we manage the more than 240 processing factories throughout the country. When you listen to the sharing, in fact, professional people do professional things, and the production and processing factories are not good at the Korean clothing house. So our Korean clothing house will not do its own processing and production, all the orders are outsourcing, basically in Shandong and Guangdong, it is a relatively concentrated place for outsourcing factories. We will do fabric integration, specify fabric, and do it. Soft supply chain A variety of small quantities, how to place orders to the factory. Including fabric, manufacturing and logistics. We have only one logistics center in Ji'nan. This logistics center has nearly sixty thousand to eighty thousand square meters, and can send about thirty thousand clothes per day. We can integrate some of these supply chains.

We do incubators in Ji'nan, and now there are many mushrooms in the electronic industrial parks. The incubators we do are to link production systems, IT systems, logistics systems, support systems and these brands. Many people want to start businesses. What they lack is not a little bit of land. What is missing is not that rent. What is missing is that everyone takes you to make the brand. You talk to the factory, you fifty orders factories ignore you, we add the order information to our production supply chain, and form an increase of magnitude. The factory will receive such a list. IT will also integrate small information with big IT. Because Internet start-ups,

In fact, you can start your own business at home. When you start your own business, it's not physical space. It's the ability of people to bring people how to play with your brand. The Internet brand incubator is operating in Ji'nan at the end of this year. In China, there are still many people who have their own ideas about clothes and clothes. He is willing to say that I produce products, and you can provide the supply chain, provide shipping, provide your IT, I only do professional things, do not do my own unprofessional, we are going to make such an incubator.

We have five platforms: the supply chain can be connected to the outside, IT system, warehousing, logistics, customer service and integration. These are open in the future, and will be used by many fashion brands after opening up. We will use these systems to dock with Taobao, Tmall, and only products. We want to support the brand of internetworking, pure processing plants, because you know how to process, I do not understand, I know marketing, you do not understand, there are manufacturing factories, we also welcome the docking with Korean clothing houses. There are also overseas brands. Now we are also doing some overseas brand agents in Korea.